Ad Pays 7 reveals the extent of growth and scale of the UK online advertising market on the world stage over the last 25 years. The figures for online advertising include investment in ads on internet-connected devices. This is where communication takes place between the advertiser and the individual consumer’s device in order to show adverts. This can also be called internet advertising.
The report has been produced by Credos, UK advertising’s thinktank, in partnership with Enders Analysis. The findings show the UK is the largest online advertising market in Europe, and the third largest in the world, behind only the United States and China in online advertising spend in 2018. It places the UK well ahead of Japan and Germany, both economic powerhouses with larger populations.
The findings show UK online advertising expenditure, relative to the size of the economy, is now the highest in the world, at 0.63% of GDP. Online advertising contributed 57% of the UK’s total advertising spend of £23.6 billion in 2018 and is predicted to account for 62% by 2020. Twenty years ago, online expenditure did not even register in published statistics.